The Brand Positivity Effect: When Evaluation Confers Preference

By Steven S. Posavac, David M. Sanbonmatsu, Frank Kardes, Gavan J. Fitzsimons. 2004

95 citations recorded by the source corpus.

Subfields: Applied Psychology, General Decision Sciences, Marketing

View Paper: https://www.semanticscholar.org/paper/b2c7f4d723ddd9d52f89f968c4e9f3ea9cf6e9fa

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Applied Psychology

1. H. Unnava
2. N. Montgomery
3. Margaret G. Meloy
4. Sekar Kidambi Raju

In General Decision Sciences

1. H. Unnava
2. N. Montgomery
3. Margaret G. Meloy
4. Sekar Kidambi Raju

Citations in the corpus

• Leader-Driven Primacy: Using Attribute Order to Affect Consumer Choice (2006, methodology): “It is similar to selective hypothesis testing (e.g., Hoch and Ha 1986; Posavac et al. 2004), where the leading option is the pet hypothesis, and biased predecisional processing is”
• The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process (2009, background): “ted to another brand may seem like a wasted effort, the benefit is that these high-commitment consumers are less likely to succeed in finding evidence that the competitor brand is very different from the committed brand (Posavac et al. 2004).”